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As the landscape of social technology develops, social listening platforms continue to prove their value by doubling down on analytics and surfacing insights that can be used across the enterprise. Since our last evaluation of this space, B2C marketing professionals have increased the sophistication of their social strategies and the complexity of their use cases. Social listening vendors have kept pace via product enhancements in some areas and consolidation in others.
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Vendors mentioned: Brandwatch, Cision, Clarabridge, Crimson Hexagon, Netbase, Networked Insights, Oracle, Prime Research, Salesforce, Sprinklr, Synthesio, Sysomos
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